Open AccessThe Pink Store: A unique tourism enterprise at the US-Mexico border
Author(s) -
Tomás Cuevas,
Dani Blasco,
Dallen J. Timothy
Publication year - 2016
Publication title -
european journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.467
H-Index - 16
eISSN - 1314-0817
pISSN - 1994-7658
DOI - 10.54055/ejtr.v13i.235
Subject(s) - tourism , frontier , attraction , icon , service (business) , advertising , marketing , product (mathematics) , business , value (mathematics) , border crossing , point (geometry) , tourist attraction , geography , immigration , philosophy , linguistics , geometry , mathematics , archaeology , machine learning , computer science , programming language
This case study examines the unique situation of the Pink Store in Palomas, Chihuahua, Mexico, a small town and crossing point on the US-Mexico frontier. This case is unique and interesting because of how managers have recognised the value of the international border and capitalised on it as a positive experience for day-trippers from the United States. Consequently, they developed certain practices that have positioned the store as a well-recognised icon in the larger region, allowing them to take advantage of the border and the commercial opportunities it creates. The management actions are both product- and service-led, and marketing-oriented. As a result, the Pink Store represents a distinctive border attraction that is characterised as an all-inclusive attraction, exotic and foreign, yet secure and oriented to its major market: residents of the USA.